The snap went viral online, prompting producers of the drama to remove it from the “Downton Abbey” website, but now the stars of the show have responded with a new photo to help promote a charity campaign.

The image features 17 of the cast dressed in modern clothes, looking suitably embarrassed and holding bottles of water.

The post on Twitter.com contains a link to WaterAid UK, a safe water and sanitation charity, and in a statement the organization’s bosses reveal the “Downton Abbey” stars had suggested the fundraising stunt.

A spokesman writes, “After seeing the reaction the picture caused earlier this week, the cast and crew came up with the idea of turning some of this attention towards an issue around water that really matters. They hope that by posing for this picture they will be able to raise awareness and amplify the work of international charity WaterAid.”